London creative agency Smith &+ Village has designed six new luxury chocolate bars for Harvey Nichols, the latest line in their ongoing reimagination of own-brand food and drink for the iconic department store.
Looking more like high fashion clutch bags than anything consumable, the bold packaging design features an HN monogram resized and repeated to become a striking geometric pattern across the stylish collection. Rather than a traditional box shape, two flat sides fold on long edges. Strong colour and different chocolate tones give a flavour of what’s inside.
“We used embossed golden shapes for a hint of Charlie and the Chocolate Factory’s Golden Ticket, says Debrah Smith, creative director of Smith &+ Village, “and the tear strip on the back opens into a Millenial pink interior. All credit to Harvey Nichols, we showed them what we wanted to do and they just said go for it.”
The long, elegant chocolate bar in a biodegradable corn starch wrapper. The chocolate bar itself is moulded in HN shapes, echoing the packaging, so rather than breaking off a square of chocolate, you can have half an ‘N’ or even a whole ‘H.
Playful copy sets the tone for joyful gift-giving and describes what’s inside in terms of sensation and taste. The Dark Interesting Exotic One contains cocoa from the rich volcanic soils of the Solomon Islands, while The Milky Childhood Favourite is a grown-up take on white chocolate. The Moodiest, Most Mysterious One is dark chocolate from Mindanao in the Philippines, with hints of fig, honey and citrus. The Naughty But Nice, Caramel One has a fabulous amber colour and notes of toffee, butter and cream. The Not Too Dark, Not Too Sweet One is a 41% cocoa milk chocolate, and Silkiest, Milkiest, Meltiest One combines intense cocoa with intense dairy.
The range of six bars was created exclusively for Harvey Nichols by Aneesh Popat, a multi-award-winning cocoa maestro who has been described as “the Heston Blumenthal of the chocolate world”. Available to buy at harveynichols.com.